Hindustan Unilever blends love, dementia and a cup of tea

After making religion and gender-themed ads, HUL's Brooke Bond Red Label now talks about Alzheimer's disease.

In this world, there are quite a lot of senior citizens who stay alone by personal choice or circumstances, and some even suffer from diseases like Alzheimer's. But how many neighbours actually come forward to help such people?

The latest Brooke Bond Red Label ad '#TforTogetherness' takes the brand's philosophy of 'Taste of Togetherness' (Swad Apnepan Ka) forward. The ad has been conceptualised by Ogilvy Mumbai, directed by Prasoon Pandey and produced by Corcoise Films.

The ad starts with a young guy entering the house and an old lady sitting all alone. The guy's voiceover narrates the story of that old lady. It talks about how in the past, society members would come to sip her famous tea, but ever since she started forgetting things due to Alzheimer's, people also kept forgetting her gradually. As she sips the glass of tea and appreciates the taste of tea made by him, she addresses him as Amit whereas the voiceover clarifies that he is not Amit (her son who is in USA) but her neighbour. The voiceover ends with a statement that 'forgetting our own people is the biggest disease.'

Talking about the campaign, Shiva Krishnamurthy, general manager, beverages, Hindustan Unilever, says, "Brooke Bond Red Label believes in making the world a more welcoming place by breaking social stereotypes. We encourage people to live those little moments that bring us all closer by breaking barriers over a cup of tea and enjoy the "Swad Apenpan Ka" (Taste of Togetherness). With our busy schedules, we often feel we have little time to devote to our elders. With this film, we hope that we are able to nudge young Indian viewers into being more connected to those around them."

Kainaz Karmakar, executive creative director, Ogilvy Mumbai, says, "Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer's that much harder because they are not even in a state to complain about it. Luckily, we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can't cure Alzheimer's but it can cure loneliness."

Harshad Rajadhyaksha, executive creative director, Ogilvy Mumbai, says, "All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here's hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely."

In the past, Red Label has touched upon sensitive topics such as religion, modern day live in relationships and issues faced by eunuchs. We asked our reviewers, if the brand showing a medical problem like Alzheimer's takes their philosophy of 'Taste of Togetherness' forward.

Prithviraj Banerjee, head of agency, DigitasLBi India, says, "This piece of communication needs to be viewed for what it is... great writing and execution and a fantastic brand platform coming together. Red Label has always been about togetherness. But not the clichéd forms of the same. It has been about awareness, tolerance and acceptance that results in the action of togetherness. Keeping that in mind, yes; this specific ad most definitely lives within the philosophy of the brand."

He adds, "In parallel, it builds awareness about a serious medical condition; making it an admirable effort. I hope there's a strong digital distribution strategy in place (supporting the television plan) to further ensure that the entire country understands the severity and the repercussions of this medical condition. Having said that, I'm positive that this message will spread organically."

Jagdish Acharya, founder and creative head, Cut The Crap (an ad agency), says, "Care for the elderly is one such subject that always stays current and is more relevant today than it was yesterday. It lends pathos to begin with, even before coming to the script and its execution. It's a heartwarming film, well written and well executed although the casting could have been better."

Acharya adds, "The power of an ad lies in the delivery of its point - call it a punchline or call it the moral of the story - and this one draws flesh when it says that it's a bigger ill to forget one of your own. The topics chosen in the past have been more sensitive, therefore they held a narrower appeal. This one has no 'two sides' to it and will go the distance for the brand by connecting it with a much larger audience.

Recently Dentsu Impact too created an ad for ARDSI (Alzheimer's and Related Disorders Society of India) that focuses on helping people who are struggling with this disease.